Integrated Marketing Plans for Special Events DONNA WILKINS KATHRYN HALL2/27/2012   Integrated Marketing Plans for Special...
2/27/2012   Integrated Marketing Plans for Special Events   2
WHO WE ARE       Donna Wilkins                                            Kathryn Hall       President                    ...
#       1               Measure Your Results                 … Relentlessly2/27/2012   Integrated Marketing Plans for Spec...
BENCHMARKS TO TRACK       • Set up key metrics for your event, including:            -     Total number of participants   ...
STARTING TO REMEDIATE       • Focus on tasks that will result in actions instead of         focusing on dollar amounts.   ...
WHAT ARE YOUR KEY PERFORMANCE       METRICS? HOW OFTEN DO YOU CHECK       THEM?       • Behaviors?       • Stats?       • ...
#        2            Limited attendance?                     Get more $$$ from a                        capped group2/27/...
2/27/2012   Integrated Marketing Plans for Special Events   9
FIND THE KEY SEGMENTS IN YOUR AUDIENCE       • Who were the real „influencers‟ in your audience         last year?        ...
UNDERSTAND YOUR METRICS2/27/2012   Integrated Marketing Plans for Special Events   11
STRATEGIES       • Coach on specific behaviors            - Send emails            - Upload a picture            - Use soc...
TAILOR YOUR COMMUNICATIONS       • One message doesn‟t fit all:              • Walkers, runners, families, team captains s...
NEW TEAM CAPTAINS                                           PREVIOUS TEAM CAPTAIN2/27/2012   Integrated Marketing Plans fo...
RECRUITING NEW                                              PREVIOUS PARTICIPANT     PROSPECT2/27/2012   Integrated Market...
HOW HAVE YOU BEEN ABLE TO GET       MORE $$ OUT OF A SIZE-LIMITED EVENT?       •       •       •2/27/2012   Integrated Mar...
#        3                            Drive behaviors                            with competition2/27/2012   Integrated Ma...
2/27/2012   Integrated Marketing Plans for Special Events   18
COACHING WITH INCENTIVES       Drive towards the behaviors you know lead to       fundraising success            - Registe...
2/27/2012   Integrated Marketing Plans for Special Events   20
WHAT YOU NEED TO MAKE IT WORK • How much more does a participant   who registers early raise than one   who signs up at th...
HOW DO YOU ENCOURAGE AND REWARD       POSITIVE FUNDRAISING BEHAVIORS?       • Incentives?       • Competitions?       • Pu...
#        4                Compete for your                        participants‟ hearts,                          minds and...
MOST EVENTS RETAIN 41% OF PARTICIPANTS        • A typical run/walk/ride event retains only 41% of their participants – yet...
PEOPLE GET INVOLVED BECAUSE OF A PERSONAL       CONNECTION TO THE CAUSE2/27/2012   Integrated Marketing Plans for Special ...
2/27/2012   Integrated Marketing Plans for Special Events   26
TEAM LIVESTRONG   Who We Are   We inspire and empower   people affected by cancer.   We believe that unity is   strength, ...
RETENTION TIPS       • Lavish attention on the top 20% of fundraisers, they may raise         80% of your money           ...
WHAT TYPES OF ACTIVITIES HELP YOU       BRING THE MISSION HOME FOR       PARTICIPANTS AND VOLUNTEERS?       •       •     ...
#        5                             Strengthen your                                  teams2/27/2012   Integrated Market...
UNDERSTAND YOUR METRICS            • How much do participants on teams raise              versus those not on teams?      ...
STRATEGIES TO DRIVE AND INCENT TEAMS       • Retain past team captains            - Phone call            - Personalized e...
2/27/2012   Integrated Marketing Plans for Special Events   33
2/27/2012   Integrated Marketing Plans for Special Events   34
HOW DO YOU STRENGTHEN AND       ENCOURAGE YOUR TEAMS AND CAPTAINS?       •       •       •2/27/2012   Integrated Marketing...
#       6                Incorporate social               media into your event 2/27/2012 Marketing Plans for Special Even...
INTEGRATING SOCIAL MEDIA INTO YOUR STRATEGY      • Make sure your emails include links to your        social media presenc...
COACHING PARTICIPANTS       • Provide sample fundraising status updates and tweets            - Skip Starbucks and support...
BLACKBAUD SOCIAL MEDIA TOOLKIT: TWITTER & FACEBOOK2/27/2012   Integrated Marketing Plans for Special Events   39
BOUNDLESS FUNDRAISING FACEBOOKDonate your                                                                     Get the   Pr...
SCHEDULED NEWSFEEDS                                               Scheduled Newsfeeds TabCheckboxto “opt in”              ...
WHAT SOCIAL MEDIA STRATEGIES HAVE       HELPED YOU BOOST YOUR EVENT       PERFORMANCE?       •       •       •2/27/2012   ...
#        7                         Incorporate mobile                           into your event2/27/2012   Integrated Mark...
MOBILE READY GIVING       Take your events on the road with mobile ready event, personal, team,         and individual don...
TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND       ON IPHONE, ANDROID, AND BLACKBERRY2/27/2012   Integrated Marketing P...
QR CODES AND TAGS2/27/2012   Integrated Marketing Plans for Special Events   46
HOW HAVE YOU SUCCESSFULLY       INCORPORATED MOBILE APPS AND       TOOLS INTO YOUR EVENTS?       •       •       •2/27/201...
#        8                              Encourage wrap-                               around events2/27/2012   Integrated ...
WHAT ARE WRAP-AROUND EVENTS?       • Teams and individual produce independent fundraising events (IFE) to         raise mo...
2/27/2012   Integrated Marketing Plans for Special Events   50
GUIDELINES FOR IFES2/27/2012   Integrated Marketing Plans for Special Events   51
WHO DOESN’T LOVE A BAKE SALE?                                                                 • Martha volunteers for Shar...
ZUMBA DANCE PARTY2/27/2012   Integrated Marketing Plans for Special Events   53
DO YOU HAVE WRAP-AROUND /       INDEPENDENT FUNDRAISING EVENT       SUCCESS STORIES?       •       •       •2/27/2012   In...
#        9                 Cultivate new groups                    of fundraisers2/27/2012   Integrated Marketing Plans fo...
ENCOURAGE VOLUNTEERS TO FUNDRAISE       People love your event enough to volunteer. Ask them to fundraise       • Susan G ...
SPOTLIGHT CORPORATE PARTICIPATION       • Companies today want to demonstrate corporate social         responsibility.    ...
2/27/2012   Integrated Marketing Plans for Special Events   58
2/27/2012   Integrated Marketing Plans for Special Events   59
2/27/2012   Integrated Marketing Plans for Special Events   60
HOW HAVE YOU SUCCESSFULLY       CULTIVATED NEW GROUPS OF       FUNDRAISERS WITHIN YOUR EVENT       PROGRAM?       •       ...
#   10                          Sleep-in / virtual                         participant option2/27/2012   Integrated Market...
WHAT IS A VIRTUAL PARTICIPANT?       • Add a “sleep-in” or virtual participant option for supporters         who either do...
MORE SLEEP-IN / VIRTUAL OPTIONS       • Sleep In for the Cure: Susan G Komen/Race for the Cure: Can‟t         make it on R...
SLEEP-IN / VIRTUAL EXAMPLES       • Boston Marathon Jimmy Fund Walk Virtual walkers are:            - Participants who fun...
HAVE A SUCCESS STORY TO SHARE       ABOUT VIRTUAL PARTICIPANT       CULTIVATION?       •       •       •2/27/2012   Integr...
TRACK EVENT METRICS. DEPLOY                              NEW STRATEGIESplease.                              120 characters...
• Define your metrics – check them regularly. Then make         mid-season adjustments to stay “on target”.       • Set up...
What new ideas are you trying out            that you hope are next year’s tips?2/27/2012   Integrated Marketing Plans for...
Events Boot Camp                    November 7, 8, 9, 10 and 15th at 2 p.m. for full details visit:                      h...
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Integrated Marketing for Special Events

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In peer to peer fundraising there are a number of ways that event staff can respond to variable mid-season results and introduce methods to maximize revenues.

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  • TITLE SLIDE.
  • http://www.netwitsthinktank.com/friends-asking-friends/creating-fundraising-superstars.htm
  • Section header
  • For many events such as Heart and Stroke Foundation’s Ride For Heart, they’re at the cap of the number of participants. There will be no more riders. But, they don’t want to cap fundraising. So, what are strategies to maximize fundraising?
  • These are some great prizes for your top fundraisers, but what about those who aren’t even sure where to start?
  • How do you deal with the proliferation of events that may compete for the hearts, minds, and $/time of your participants? The average event only retains 40% of participants(!). It takes far more effort (time/$) to recruit a new participant (or donor to your NPO) than it does to retain one.
  • http://www.blackbaud.com/files/resources/downloads/WhitePaper_UnderstandingTheValueOfTeamCaptains.pdfRetention and revenue are two separate, yet connected topics. The report revealed on average 41 percent of participants who raised funds are retained from one year to the next. Across the group, retained participants account for about 53 percent of the current year revenue. Data from http://www.blackbaud.com/files/resources/downloads/WhitePaper_RunWalkRidePeerToPeerParticipantSurvey2011.pdf - In 2011, Blackbaud and the Run Walk Ride Fundraising Council conducted an online survey of individuals who have participated in at least one walk, ride, or run event in the last two years. Three out four respondents participated in multiple events. The survey did not require respondents to name the events or organizations they have raised funds for, but did ask for the organization’s mission (see Figure 1)
  • In most cases, your participants don’t fundraise because they want to run, walk or ride in your event. They feel something for the cause, and that’s why they participate. Source: http://www.blackbaud.com/files/resources/downloads/WhitePaper_RunWalkRidePeerToPeerParticipantSurvey2011.pdf
  • So make it personal! Susan G Komen Chicago has made a great effort to reach out to Survivors - get them involved – There was always a survivor parade every year, it was segregated by years - 1 year, 2 year, 5 years, 10 years… this made people unhappy. They reformed the notion, and started with a program to nominate a Survivor to win an award (Hope, Strength, Faith, Courage, Love, Believe) – 2011 was the second year. 2010 (first year) was okay, but in 2011 there were tons of nominations. The nomination forms were printed out and displayed in the Survivor Café. Now in the parade, all the Survivorswalk together behind the banners with their friends – families and friends stand on the sidelines and create a path. It has become a moment that's worth being there for and survivors get noticed. The Survivor Parade has gone from being a non-event few watched to an event that ensures there’s not a dry eye in the house.
  • http://livestrongblog.org/2009/11/10/regsitration-for-ragbrai-now-open/Also Lupus Walk Atlanta – charismatic leader
  • jonathan
  • amy
  • FAF websites will automatically, detect mobile browsers and display personal fundraising pages, donation forms and confirmations in a format that is easily managed on a mobile device. Blackbaud working with partners to develop mobile apps for droid and iPhone (Zuri, Charity Dynamics, etc). 40% of mobile subscribers go online on their mobile phones, about 75 million Americans 55% of mobile Internet users are online via their mobile phones at least once a day and 43% are access the mobile Internet “several times a day
  • http://www.unitywalk.org/shining-stars.php http://www.dempseychallenge.org/2011-independent-fundraising-events http://www.walknowforautismspeaks.org/faf/home/ccp.asp?ievent=470163&lis=1&kntae470163=72294ED8E53D405FA140CA5997C64766&ccp=44368
  • Somewhat controversial but, we don’t get anywhere without asking.
  • http://heartwalkbayarea.kintera.org/faf/home/default.asp?ievent=447198&lis=1&kntae447198=89409679EE9C45B3BB6CE56A250E753D
  • Transcript of "Integrated Marketing for Special Events "

    1. 1. Integrated Marketing Plans for Special Events DONNA WILKINS KATHRYN HALL2/27/2012 Integrated Marketing Plans for Special Events 1
    2. 2. 2/27/2012 Integrated Marketing Plans for Special Events 2
    3. 3. WHO WE ARE Donna Wilkins Kathryn Hall President Internet Solutions Consultant Charity Dynamics Blackbaud2/27/2012 Integrated Marketing Plans for Special Events 3
    4. 4. # 1 Measure Your Results … Relentlessly2/27/2012 Integrated Marketing Plans for Special Events 4
    5. 5. BENCHMARKS TO TRACK • Set up key metrics for your event, including: - Total number of participants - Total number of participants who were also fundraisers (3:1) - Average amount raised per person ($60) - Percentage of people who received at least one gift - Fundraising emails sent per person (25-27) - Percentage of people who reached their goal - Percentage of people who exceed their goal • Create reports to let you see Goal vs. Actual • Check these numbers relentlessly – weekly at least. • If you aren‟t reaching your numbers, it‟s time for a mid- season adjustment to your strategy. • We‟ll talk more about metrics later in the discussion2/27/2012 Integrated Marketing Plans for Special Events 5
    6. 6. STARTING TO REMEDIATE • Focus on tasks that will result in actions instead of focusing on dollar amounts. • Ways to influence behavior: - If someone personalizes their web page, they‟ll share it by email, Facebook, Twitter or in-person, and this will result in donations. - If someone sends out emails / posts to Facebook / Tweets, this will result in donations. FAF average is 4:1 ratio for email. • Throughout the presentation we‟ll look at more ways of influencing behavior through different techniques and practices.2/27/2012 Integrated Marketing Plans for Special Events 6
    7. 7. WHAT ARE YOUR KEY PERFORMANCE METRICS? HOW OFTEN DO YOU CHECK THEM? • Behaviors? • Stats? • Time-limited actions?2/27/2012 Integrated Marketing Plans for Special Events 7
    8. 8. # 2 Limited attendance? Get more $$$ from a capped group2/27/2012 Integrated Marketing Plans for Special Events 8
    9. 9. 2/27/2012 Integrated Marketing Plans for Special Events 9
    10. 10. FIND THE KEY SEGMENTS IN YOUR AUDIENCE • Who were the real „influencers‟ in your audience last year? • Did team captains raise more money? • What about participants who signed up early? • Did participants using social media raise more money? • What about those who made a self-pledge? – Focus your current year‟s strategy on growing these key segments this year2/27/2012 Integrated Marketing Plans for Special Events 10
    11. 11. UNDERSTAND YOUR METRICS2/27/2012 Integrated Marketing Plans for Special Events 11
    12. 12. STRATEGIES • Coach on specific behaviors - Send emails - Upload a picture - Use social media • Add incentives and recognition - Free • Phone calls • Listed as top fundraiser • Name specific achievements - Incentive prizes • Congratulate success2/27/2012 Integrated Marketing Plans for Special Events 12
    13. 13. TAILOR YOUR COMMUNICATIONS • One message doesn‟t fit all: • Walkers, runners, families, team captains should all receive messaging that speaks to their type of participation in the event – as well as their reason for participating. • Use personalization, conditionals, and email filters to segment your messaging2/27/2012 Integrated Marketing Plans for Special Events 13
    14. 14. NEW TEAM CAPTAINS PREVIOUS TEAM CAPTAIN2/27/2012 Integrated Marketing Plans for Special Events 14
    15. 15. RECRUITING NEW PREVIOUS PARTICIPANT PROSPECT2/27/2012 Integrated Marketing Plans for Special Events 15
    16. 16. HOW HAVE YOU BEEN ABLE TO GET MORE $$ OUT OF A SIZE-LIMITED EVENT? • • •2/27/2012 Integrated Marketing Plans for Special Events 16
    17. 17. # 3 Drive behaviors with competition2/27/2012 Integrated Marketing Plans for Special Events 17
    18. 18. 2/27/2012 Integrated Marketing Plans for Special Events 18
    19. 19. COACHING WITH INCENTIVES Drive towards the behaviors you know lead to fundraising success - Registering early - Sending emails to as many people as possible, multiple times - Updating personal page - Teams2/27/2012 Integrated Marketing Plans for Special Events 19
    20. 20. 2/27/2012 Integrated Marketing Plans for Special Events 20
    21. 21. WHAT YOU NEED TO MAKE IT WORK • How much more does a participant who registers early raise than one who signs up at the last minute? • How many extra early registrations do you need to get 5-10X your money back on the iPad investment?2/27/2012 Integrated Marketing Plans for Special Events 21
    22. 22. HOW DO YOU ENCOURAGE AND REWARD POSITIVE FUNDRAISING BEHAVIORS? • Incentives? • Competitions? • Public recognition?2/27/2012 Integrated Marketing Plans for Special Events 22
    23. 23. # 4 Compete for your participants‟ hearts, minds and time2/27/2012 Integrated Marketing Plans for Special Events 23
    24. 24. MOST EVENTS RETAIN 41% OF PARTICIPANTS • A typical run/walk/ride event retains only 41% of their participants – yet retained participants bring in about 53% of the revenue. • 75% of your participants will participate in more than one event (yours and somebody else‟s) over the next 2 years. • Plan to win the competition for your participants‟ hearts and minds2/27/2012 Integrated Marketing Plans for Special Events 24 24
    25. 25. PEOPLE GET INVOLVED BECAUSE OF A PERSONAL CONNECTION TO THE CAUSE2/27/2012 Integrated Marketing Plans for Special Events 25
    26. 26. 2/27/2012 Integrated Marketing Plans for Special Events 26
    27. 27. TEAM LIVESTRONG Who We Are We inspire and empower people affected by cancer. We believe that unity is strength, knowledge is power and attitude is everything.2/27/2012 Integrated Marketing Plans for Special Events 27
    28. 28. RETENTION TIPS • Lavish attention on the top 20% of fundraisers, they may raise 80% of your money - Send personalized emails, make a phone call, offer help with collateral materials or strategies. - Post-event take them on a tour of your organization to show how the money they raised will be used, organize a top fundraiser lunch , have your CEO or a celebrity sponsor call to say thanks, ask for their feedback on the event. Invite them to be fundraising coaches. • Don‟t appear to spend all your donations on swag. Personal communication and support can have a bigger impact on your supporters‟ perception of your organization. • For the other 80%, send personalized emails, a thank you video message, and follow up later in the year with a status update on how their money was used. Make sure all participants feel valued, appreciated, and part of the cause.2/27/2012 Integrated Marketing Plans for Special Events 28
    29. 29. WHAT TYPES OF ACTIVITIES HELP YOU BRING THE MISSION HOME FOR PARTICIPANTS AND VOLUNTEERS? • • •2/27/2012 Integrated Marketing Plans for Special Events 29
    30. 30. # 5 Strengthen your teams2/27/2012 Integrated Marketing Plans for Special Events 30 30
    31. 31. UNDERSTAND YOUR METRICS • How much do participants on teams raise versus those not on teams? • How many teams did you have over the last several years? • What if any are additional costs for a team? • Are there any limits to the number of teams you can have?2/27/2012 Integrated Marketing Plans for Special Events 31
    32. 32. STRATEGIES TO DRIVE AND INCENT TEAMS • Retain past team captains - Phone call - Personalized email • Set expectations with team captains - Kickoff event - How to tip sheets • Team toolkits • Thank your team captains first! Invite them back first!2/27/2012 Integrated Marketing Plans for Special Events 32
    33. 33. 2/27/2012 Integrated Marketing Plans for Special Events 33
    34. 34. 2/27/2012 Integrated Marketing Plans for Special Events 34
    35. 35. HOW DO YOU STRENGTHEN AND ENCOURAGE YOUR TEAMS AND CAPTAINS? • • •2/27/2012 Integrated Marketing Plans for Special Events 35
    36. 36. # 6 Incorporate social media into your event 2/27/2012 Marketing Plans for Special Events2/27/2012 Integrated 36 36
    37. 37. INTEGRATING SOCIAL MEDIA INTO YOUR STRATEGY • Make sure your emails include links to your social media presences • Make sure your postal mailings include your website and social media URLs • Make sure your phone calls mention online fundraising and social media • Make sure your social media presences link people back to your website – and vice versa • Use tools like “Add This” to make sharing easy for participants2/27/2012 Integrated Marketing Plans for Special Events 37
    38. 38. COACHING PARTICIPANTS • Provide sample fundraising status updates and tweets - Skip Starbucks and support my fundraising efforts! Donate today: link - Pack a lunch, donate to your lunch $$‟s and make a difference: link • Provide mission facts that can be easily shared on facebook and twitter with a personal URL • Encourage participants to attach pictures, video, events or a link to their status update • Publicly thank donors in tweets and updates • Social Media participant contests (e.g., best YouTube video) • Be creative and have fun!2/27/2012 Integrated Marketing Plans for Special Events 38
    39. 39. BLACKBAUD SOCIAL MEDIA TOOLKIT: TWITTER & FACEBOOK2/27/2012 Integrated Marketing Plans for Special Events 39
    40. 40. BOUNDLESS FUNDRAISING FACEBOOKDonate your Get the Profile Word Out Picture (pushes a (Pushes a stream story) stream story)ProgressIndicator 2/27/2012 Integrated Marketing Plans for Special Events 40
    41. 41. SCHEDULED NEWSFEEDS Scheduled Newsfeeds TabCheckboxto “opt in” Example of the newsfeed that will be sent Ability to update choices 2/27/2012 Integrated Marketing Plans for Special Events 41
    42. 42. WHAT SOCIAL MEDIA STRATEGIES HAVE HELPED YOU BOOST YOUR EVENT PERFORMANCE? • • •2/27/2012 Integrated Marketing Plans for Special Events 42
    43. 43. # 7 Incorporate mobile into your event2/27/2012 Integrated Marketing Plans for Special Events 43
    44. 44. MOBILE READY GIVING Take your events on the road with mobile ready event, personal, team, and individual donation pages. Email Donation Form Confirmation 43% of mobile users access the internet “several times a day”2/27/2012 Integrated Marketing Plans for Special Events 44
    45. 45. TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND ON IPHONE, ANDROID, AND BLACKBERRY2/27/2012 Integrated Marketing Plans for Special Events 45
    46. 46. QR CODES AND TAGS2/27/2012 Integrated Marketing Plans for Special Events 46
    47. 47. HOW HAVE YOU SUCCESSFULLY INCORPORATED MOBILE APPS AND TOOLS INTO YOUR EVENTS? • • •2/27/2012 Integrated Marketing Plans for Special Events 47
    48. 48. # 8 Encourage wrap- around events2/27/2012 Integrated Marketing Plans for Special Events 48
    49. 49. WHAT ARE WRAP-AROUND EVENTS? • Teams and individual produce independent fundraising events (IFE) to raise money for The Big Event. • Important to launch event 6 to 9 months in advance to give time for IFEs • Examples of wrap-around events: - Dinner party - Zumbathon - Bake sale - Concert - Garage sale - Sale of logo gear - Professional services for donation - Car wash (photography, DJ) - Penny wars - Restaurant night • Funds get credited to the individual or team in The Big Event. • Provide guidance to IFE organizers on organization, tax deductibility of expenses, and use or your brand. • Support IFE organizers by featuring their events on your website2/27/2012 Integrated Marketing Plans for Special Events 49
    50. 50. 2/27/2012 Integrated Marketing Plans for Special Events 50
    51. 51. GUIDELINES FOR IFES2/27/2012 Integrated Marketing Plans for Special Events 51
    52. 52. WHO DOESN’T LOVE A BAKE SALE? • Martha volunteers for Share Our Strength. • She learned about SOS from an ad for Great American Bake Sale. She raised a couple hundred dollars w/ her 1st bake sale. Five years later, she‟s raising more than $5,000 with her bake sale and now serves on the Taste of the Nation committee – Taste is another SOS fundraising event. • Martha is a great example of how you can bring new people into your organization with independent fundraising. While Martha serves on the Taste committee, she still holds her annual bake sale. Her bake sale has become an event everyone in her town looks forward to.2/27/2012 Integrated Marketing Plans for Special Events 52
    53. 53. ZUMBA DANCE PARTY2/27/2012 Integrated Marketing Plans for Special Events 53
    54. 54. DO YOU HAVE WRAP-AROUND / INDEPENDENT FUNDRAISING EVENT SUCCESS STORIES? • • •2/27/2012 Integrated Marketing Plans for Special Events 54
    55. 55. # 9 Cultivate new groups of fundraisers2/27/2012 Integrated Marketing Plans for Special Events 55
    56. 56. ENCOURAGE VOLUNTEERS TO FUNDRAISE People love your event enough to volunteer. Ask them to fundraise • Susan G Komen Chicago loves its loyal volunteers, and in 2011 for the first time, they asked volunteers to create a fundraising page as they registered. - Up side: WOW. 3 weeks before the event, donations brought in by volunteers accounted for 15% of total donations (wow!). It has helped them recognize some of their strongest supporters, like a Mrs. Illinois who has raised $3,000 … and wouldnt have done this if she wasnt asked! - Down side: “Some volunteers called up and complained, so we added their names to the volunteer list, no questions asked, no online registration. They‟re important to us as volunteers.“ • Endurance Events – encourage spouse, family members and friends of participant to volunteer … and why not fundraise at the same time?2/27/2012 Integrated Marketing Plans for Special Events 56
    57. 57. SPOTLIGHT CORPORATE PARTICIPATION • Companies today want to demonstrate corporate social responsibility. • So recruit companies. Encourage corporations to more fully participate in your event(s) as a company-wide community service (and wellness, if applicable) initiative. - The American Heart Association Heart Walk began in 2010 to make a national push to recruit corporations • The corporation sets a fundraising goal ($540,000 nationally for Union Bank in the example we‟ll look at) • An executive sponsor commits to work internally to recruit and motivate employees - The “corporate pyramid” tool within Friends Asking Friends allows companies to track their participation as a company with multiple teams within one or multiple events. - The system automatically tracks a company‟s local and national performance.2/27/2012 Integrated Marketing Plans for Special Events 57
    58. 58. 2/27/2012 Integrated Marketing Plans for Special Events 58
    59. 59. 2/27/2012 Integrated Marketing Plans for Special Events 59
    60. 60. 2/27/2012 Integrated Marketing Plans for Special Events 60
    61. 61. HOW HAVE YOU SUCCESSFULLY CULTIVATED NEW GROUPS OF FUNDRAISERS WITHIN YOUR EVENT PROGRAM? • • •2/27/2012 Integrated Marketing Plans for Special Events 61
    62. 62. # 10 Sleep-in / virtual participant option2/27/2012 Integrated Marketing Plans for Special Events 62
    63. 63. WHAT IS A VIRTUAL PARTICIPANT? • Add a “sleep-in” or virtual participant option for supporters who either don‟t want to walk/race or live too far away … and still want to be a part of the event. • Generate some incremental revenue. Most events studied raised an additional 2 to 3% from “virtual” participants • Get better foresight into how many participants will actually show up for the event by giving people a way to indicate “I‟m not coming in person”.2/27/2012 Integrated Marketing Plans for Special Events 63
    64. 64. MORE SLEEP-IN / VIRTUAL OPTIONS • Sleep In for the Cure: Susan G Komen/Race for the Cure: Can‟t make it on Race Day? No problem! Register as a Sleep In for the Cure participant! - Maryland - $35 to register; get race t-shirt and bib (+3%*) - Orange County - $40 to register; get race t-shirt and bib (2%*) - Massachusetts - $10 registration fee / $300 in donations gets a t-shirt - virtual map of the state fills in as you fundraise *Percentages shown do not reflect final event results2/27/2012 Integrated Marketing Plans for Special Events 64
    65. 65. SLEEP-IN / VIRTUAL EXAMPLES • Boston Marathon Jimmy Fund Walk Virtual walkers are: - Participants who fundraise even though they will not walk in this years event - Encouraged to raise as much money as they can but are not obligated to the fundraising minimum - Sent an official Walk T-shirt after Dec. 31, 2011, if they raise at least $250 - Pay no fee to register - Roughly 2.5%* of online revenue from virtual participants • Beyond the Bike Virtual Rider – http://beyondthebike.kintera.org - Fundraise as a "virtual rider" - only $10 to sign up. - ~ 3.5%* from virtual riders - Virtual participants encouraged to organizing a Fun Ride, hold a bake sale or car wash, host a party and charge admission, or sponsor a screening of Beyond Belief, a documentary of the ride. *Percentages shown do not reflect final event results2/27/2012 Integrated Marketing Plans for Special Events 65
    66. 66. HAVE A SUCCESS STORY TO SHARE ABOUT VIRTUAL PARTICIPANT CULTIVATION? • • •2/27/2012 Integrated Marketing Plans for Special Events 66
    67. 67. TRACK EVENT METRICS. DEPLOY NEW STRATEGIESplease. 120 characters or less, AS NECESSARY TO ADAPT MID-SEASON TO ENSURE YOU FINISH ON TARGET OR ABOVE! #BBCON2/27/2012 Integrated Marketing Plans for Special Events 67
    68. 68. • Define your metrics – check them regularly. Then make mid-season adjustments to stay “on target”. • Set up mobile donation forms in FAF – they‟re built into the system. • Define the profile of your most valuable participants, and encourage these qualities • Who are your most valuable participants? What are you doing to retain them? Make a plan to ensure they come back year after year. • If you‟re not already using social media, it‟s time to start. Facebook, Twitter, LinkedIn, and YouTube are valuable channels.2/27/2012 Integrated Marketing Plans for Special Events 68
    69. 69. What new ideas are you trying out that you hope are next year’s tips?2/27/2012 Integrated Marketing Plans for Special Events 69
    70. 70. Events Boot Camp November 7, 8, 9, 10 and 15th at 2 p.m. for full details visit: http://www.blackbaud.com/bb/faf/boot-camp.aspx2/27/2012 Integrated Marketing Plans for Special Events 70
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